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Clifford Toys

A range of cheaper or more economical card games under the brand name ‘Clifford Series’ appeared just after the War, often bearing the legend “British Made”. These games shared the sense of optimism and love of fun which characterised similar games by Tower Press and were usually produced in bright colours on low grade cardboard. The brand was owned by F. Levy and Co, of 22-24 Tabernacle Street, Finsbury Square, London, EC2, who had founded a wholesale business in 1923, selling toys and fancy goods from Hong Kong. Eventually they marketed a few items under the brand name Clifford which was his son’s Christian name.

Oval Clifford logo appeared on boxes after 1958

During this period Clifford card games appeared in several editions of 16 different games, including: Animal Rummy, Circus Snap, Donkey (2 versions), Happy Families (3 versions + a miniature), Mystic Fortune Teller, Old Maid, Pantomime Snap, Happy Hours Snap, Nursery Rhyme Snap, Wild West Snap & There and Back.

At some point in the 1960s or ’70s the brand became ‘Clifford Toys’.

Clifford Series ‘Donkey’ card game, c.1950s
Clifford Series “Pantomime Snap”
The ‘Mystic’ Fortune Teller card game published by Clifford Toys
Clifford Series Snap Cards, c.1950
 Clifford Toys ‘Old Maid’, 36 cards + rules in box, c.1960 & c.1970.

Above: from 1958 the games were made with an oval Clifford logo on the box top, but many of the games were printed without any identification on them, so that they appear anonymous. Some of the games were issued in telescopic boxes.

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    ‘Clifford Series’ card games, 1950s-60s ‘Clifford Series’ card games, 1950s-60s

    Above: Collection of Clifford games. As they never numbered their games these are in no particular order. Images courtesy Rex Pitts.

Clifford games miniature children's pack, c.1930 Clifford games miniature children's pack, c.1930

Above: two early versions of “Clifford Series” miniature children's packs published by F. Levy and Co, c.1930. All the courts are based on those of Dondorf but have been turned in the lower pack. The top pack is printed on thinner card than the bottom one. Images courtesy Ken Lodge. See contemporary Dondorf courts

Clifford Toys, (England), c.1945, FLEVECO miniature cards Clifford Toys, (England), c.1945, FLEVECO miniature cards

Above: Clifford Toys, (England), c.1945, “Fleveco” miniature or toy cards. “Fleveco” is an acronym for F Levy & Co.

The first Clifford card games appeared in the early 1950s.

Right & Below: ‘Clifford Series’ Happy Families, c.1960 →

‘Clifford Series’ Happy Families, c.1960
‘Clifford Series’ Happy Families, c.1950s
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    ‘Clifford Series’ Happy Families, c.1950s ‘Clifford Series’ Happy Families, c.1950s ‘Clifford Series’ Happy Families, c.1950s

    Above: ‘Clifford Series’ Happy Families, 36 cards + rules in box, c.1950s.

At some point in the 1960s or ’70s the brand became ‘Clifford Toys’ with a new logo. In the 1970s a new range of 6 photographic card games with square corners was introduced. These were: Animal Happy Families, Animal Snap, Capital Cities Snap, Fireman’s Rummy, Guardsman Snap & Travel Snap. These at last had the brand name on the boxes and at first were made in England but later, with fewer cards, made in Italy. Although card games ceased being created in the 1950s the cards continued to be published until the 1970s. They also produced a big range of miniature children’s books. The company now no longer exists today.

NOTE: information and images of cards courtesy Rex Pitts.

Last Updated February 26, 2016 at 09:19pm

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